McDonald's has pulled a Christmas advertisement produced using AI after encountering widespread criticism on social media.
The short ad was created via AI-generated video and was initially released publicly for McDonald's Netherlands on 6 December.
Viewer Reaction and Removal
Shortly after its release, viewers on social media lambasted the use of AI in the commercial. Many labeled it "disturbing" and "jarringly assembled".
"This experience is an valuable lesson as we explore the appropriate utilization of generative technology," commented a spokesperson from the company.
The commercial was created for McDonald's by Dutch company TBWA\Neboko and US production company The Sweetshop. It portrayed a series of scenarios that can go wrong during the holidays, under the tagline "not the most wonderful time of the year".
The Phenomenon of AI-Generated Ads
Commercials that incorporate AI-created content have emerged as a growing trend among prominent corporations, especially for the holiday season.
- Another beverage giant has also launched consecutive AI-generated Christmas ads.
- Technical Challenges: As clips produced with generative AI are more likely to degrade the longer they run, the majority of AI video outputs tend to be about six to 10 seconds in length.
- Broader Implications: The video also provoked worries about job displacement in the production industry, with some observers pointing out it might negatively impact opportunities for production staff.
Response from the Creators
Following the commercial being pulled, The Sweetshop's CEO, Melanie Bridge, stood by the project.
She stated, the creation took "seven weeks" and involved generating "numerous versions" which were then crafted afterward "just as we would on any standard production".
"This wasn't an experiment," she commented. "It was a proper commercial."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was largely panned, the reception for other AI-generated holiday ads has been varied.
For instance, a consecutive AI-created Christmas ad from Coca-Cola reportedly received a significant "positive feedback" from the public.
However, other businesses have likewise encountered backlash for using AI in marketing. Italian brand Valentino, for example, was criticized for advertisements that critics described as "cheap" and "disturbing".
The incident illustrates the continuing debate within the advertising and creative industries about the trade-off between technological innovation and creative integrity.
